Binnen de luchtvaartbranche is klantgerichtheid een belangrijk strategisch thema. Veelal wordt daarbij mystery shopping onderzoek ingezet waarbij traditioneel professionele mystery shoppers worden ingeschakeld om op specifieke vluchten de dienstverlening te evalueren. AIR FRANCE KLM is in 2013 de uitdaging aangegaan om haar mystery shopping onderzoek naar de 21e eeuw te brengen. Echte klanten in plaats van ingehuurde professionals. Het gehele netwerk in plaats van een vooraf bepaalde steekproef. Een speciaal ontworpen app in plaats van een papieren checklist. TNS NIPO en AIR FRANCE KLM vertellen hoe zij met dit, binnen de luchtvaartsector innovatieve concept, customer centricity naar een nieuw niveau hebben gebracht.

1. Van start tot landing:
Innovatief AIR FRANCE KLM
Mystery Shopping programma
13 mei 2014

2. Introductie2
Bedrijfseconomie in
Rotterdam (EUR),
Commerciële
Beleidsvorming
Werkzaam bij TNS NIPO sinds
1999
Functie: Account Director
Expertise: Customer,
Employee, Reputation
• Mystery Shopping
• Klanttevredenheid
• Loyaliteit
ISALT in Brussel
Hogeschool
Toerisme
& Recreatie
Werkzaam bij KLM sinds
1981
Functie: Quality Manager
Expertise: Klanttevredenheid
• Mystery Shopping
• Communicatie
• Loyaliteit

3. Topics / agenda
• eSCORE & Quality Observer
• Measuring service conformity: Quality Observer
• Unlocking results into the organization
• Learnings

4. &
Two joint AF KL programs
Signage in place
(service conformity)
Objective measurement
 “I like the efficiency”
(customer appreciation)
Subjective measure-
ment
4

5. Three dimensional framework5
Strategic
Operational Customer
Relevance
• Strategic: Highover
• Operational: Detail
• Customer Centric:
correlation between the
programs

6. Key success factors
• Commitment on operational (shop floor) level
→ Support is of vital importance
• Formulate specifications in an actionable way
• NO ivory tower
• Use additional information to finalise setup
→ From stakeholders
→ Creating better quality
• Aim to offer customers worldwide a consistent high
quality in service and product
6

8. From mystery shopper to Quality Observer8
Shoppers
Coverage
Flexibility
Link to eSCORE
Processing
100%60%

9. From theory to practice9
Specifications / checklist
Operational stakeholders
 Support
 Actionability
Customer
Marketing eSCORE
Focus on
 Behaviour
 Service
Final setup
derived
sources

10. Complete the test
survey
Download the app
Watch introduction
video
Community
registration
Screening of
Flying Blue
members
Quality Observer – Activation process10

11. Quality Observer – Process steps
(fully automated)
11
The overall objective is to have (at least) one Quality Observation per station once
every week (in total app. 26,500 Quality Observations).
Passenger
data
Sampling
plan
Sample
invited
Quality
Observer
Trip
Finalisation
Reporting
tool
Check-in
Lounge
Boarding
Inflight
Arrival

12. Quality Observer: coverage of network12

13. How to keep the observers committed?13

14. “My comments will
really change things”
(Platinum member AF,
Germany)
“Getting a bit involved
makes flying more
interesting. Anything that
improves service levels is
positive” (Platinum
member AF, UK)
“ The possibility to take
part on an exclusive panel
and to provide a reliable
information to the
companies in order to
correct some errors or
incidents that may occur
during a flight” (Silver
member AF, Spain)
“I am flying anyway and the extra work is
relatively small. I think it would be fun to
participate and observe more
consciously the different process and quality
aspects” (Platinum member KL, Germany)
Quality Observer: Positive impact on the
brand image of both AF and KL
14

15. From specifications & survey questions to
results
For some product questions
photo option included
All results to online
reporting tool
All questions in exclusive app
15

16. Unlocking results into the
organisation

17. eSCORE & Quality Observer reporting Tool
Dapresy reporting tool is a friendly Web-based reporting tool
Details per country
Dashboard with selection possibilities
Word Cloud and
spontaneous verbatims
17

18. A single dashboard is not enough18
• Highover Management report
• Specific details for operational
level
But also:
• Monthly newsletter (infographic)
• User fora
• Continuous presence in meetings

19. Learnings

20. What are our learnings?
• Keep it simple (intuitive tool)
• Take care of ‘the engaging factor’
• Share feedback & learnings as frequent as possible
•  1,000 words
20
Quality Observers
Users